honoluluadvertiser.com

Sponsored by:

Comment, blog & share photos

Log in | Become a member
The Honolulu Advertiser
Posted on: Wednesday, January 16, 2008

TASTE
A smart approach to grocery shopping

 •  Endive gratin an exception to the diet
 •  A versatile sweet, peppery pork dish
 •  Use vegetarian or rock shrimp in this Chinese dish
 •  Culinary calendar
 •  Where do you find rare foods?
 •  Experiment with wines by venturing to Austria
 •  Dark chocolate delights
 •  Almond paste makes moist bars worth it

By Tanya Bricking Leach
Associated Press

Hawaii news photo - The Honolulu Advertiser

The marketing people call a supermarket's circular outer aisle "the racetrack." Those enticing displays in the middle of it — typically new items and delicacies — are designed to slow you down and, grocers hope, fill your cart with expensive items.

Photos by LARRY CROWE | Associated Press

spacer spacer
Hawaii news photo - The Honolulu Advertiser

Good ways to avoid impulse buying include planning purchases in advance and avoiding the crowds.

spacer spacer
Hawaii news photo - The Honolulu Advertiser
spacer spacer

Most people pay for their groceries with three currencies — money, time and angst. Grocery stores are getting bigger and more complicated. Unless you have all day, wandering aimlessly through the store can be frustrating, and it can wreck your budget, says Susan Mitchell, a nutritional consultant for grocery stores.

"Start with a plan," she suggests. Here's how:

  • Pick a shopping strategy and stick to it. When most people shop, they either hunt or gather, says Adam Roberts, who wrote "The Amateur Gourmet: How to Shop, Chop, And Table-Hop Like A Pro (Almost)."

    He says amateur cooks, and most Americans, are hunters who shop with a list and go about tracking down the items the need. And usually in a hurry.

    Great chefs, his theory goes, are more likely to be gatherers, who go shopping just to see what looks good, what's in season or what strikes them as interesting.

  • Maintain a sensible pantry. Grocery shopping can be less overwhelming and you'll make use of things you've already paid for, if you know what's in your cupboard before you leave the house, says Liz Crawford, a consumer strategist at consumer research firm Iconoculture Inc.

    A good Saturday project is to go through the pantry, throw out anything that's spoiled, organize things so you can readily find them (lazy susans, see-through containers, stacking shelving can help).

    Write down in a looseleaf notebook what you have on hand; keep this in a kitchen drawer or inside an envelope taped to the pantry door. This is your main "inventory," to be consulted when making your shopping list. Whenever you run out of something, jot it down in the inventory or on a shopping list.

    In Hawai'i's hot and humid climate, keeping large stocks of some foods is just an invitation to spoilage unless you've got loads of freezer space or a climate-controlled home. Investing in stackable, see-through airtight containers can help, but buying only what you can use before the bugs arrive makes good sense, too.

    So don't overstock. Consider splitting large containers of goods with friends, family or neighbors.

  • Make a menu plan. Planning a week's worth of meals was a strategy our grandmothers and mothers followed religiously in the old "home economics" days and, with rising fuel and therefore food costs, its time has come again.

    Spend a few minutes before shopping to figure out what you'll need for the coming week — whether it be raw foods or frozen or semi-prepared products. Since most of us find ourselves away from home several nights a week, you likely need to plan just three or four dinners, plus breakfast foods and lunches, depending on your family's eating habits.

    Assemble a shopping list and buy only what's on the list. Then stay out of the store until the following week.

    "It may take 15 minutes or so on the front end," says Mitchell, "but you make it up in the time spent at the store, and you keep your budget in check. You can take advantage of your store's weekly sales when coming up with recipe and menu ideas."

  • Know the store. The next thing that will improve your efficiency is knowing your grocer's layout, says Bill Chidley, vice president of strategy and research at Design Forum, a retail design firm in Dayton, Ohio, with clients among grocery chains.

    Pay attention to where your store places things you need. (Is the drink you want for your toddler in the juice section or the baby aisle? Are protein bars by the cereal or the vitamins?)

    Start shopping where the bulkier dry goods are and end with the fresh foods around the perimeter; this keeps you from crushing delicate items with heavier things, and prevents chilled foods from warming up.

    Know that the perimeter of the store is purposely designed to slow you down. "The big outside aisle is called the racetrack," says Crawford, who studies the way new products are marketed.

    "That's where the shopper is encouraged to browse," she says, spending money on things like pricey cheeses or imported olives, or checking out new products.

    To stick to your list, avoid stopping at the little islands and eye-catching "end caps" at the ends of the aisles.

  • To save time, shop in off hours. "Avoid shopping on Saturday or Sunday or even Friday night," when stores are at their busiest, says Herb Sorensen, president of Sorensen Associates, an Oregon-based marketing research firm that studies the way people shop.

    Sorensen suggests shopping early on Friday afternoons. By then, much of the stocking for the weekend is done, which means you get fresh food without the crowds. (If you have a long enough lunch hour, try ducking out to shop then — which in itself will limit the time spent in the store. Store refrigerated and frozen foods with ice in a cooler in your car.)

    Ask the store manager or cashier when the slow times are so you can adjust your shopping schedule, Mitchell says.

  • Discover delivery days. Ask department managers when fresh produce comes in, when breads are baked and when seafood or other favorite products are delivered, Mitchell suggests.

    Then you can pop in for just those things (but don't get seduced by things not on your list).

    This is important because, the fresher the food, the longer it will last.

    And it's also another reason to buy produce and fruit at farmers markets, which are on the increase here.

  • Make judicious use of discounts. Use coupons only for products that you would normally buy. If you wouldn't have bought it without a coupon, you're not really saving money.

    "In my supermarket shopper traffic research, people with coupons bought more items than people without them," says Kenneth Herbst, an assistant professor of marketing in the Babcock Graduate School of Management at Wake Forest University in Winston-Salem, N.C. "Though they saved money on the specific items for which they had coupons, their bill in the end was higher."

  • Ditch the plastic. Crawford says that if money is tight, pay with cash.

    Carry a calculator, or use the one on your phone, to keep track of spending as you go through the store.

    "People tend to spend less if they pay with cash," Crawford says. "It's tactile and immediate."

    Unlike using your debit card, using cash can remind you how much you've emptied your wallet after you've filled up your cart.

    Tanya Bricking Leach is a former staff writer at The Honolulu Advertiser.